246823
Haier (she) ๐ฉ
@haier #246823
๐ฎ๐น๐ฌ๐ง | Web3 & Marketing | Community Manager | Web3 Social Media | Mum & Wife ๐จโ๐ฉโ๐ฆโ๐ฆ
1425 Follower 816 Following
Whatโs your go-to Web3 marketing metric? ๐
Web2 tracked reach โ impressions โ conversions.
Web3? No cookies, no pixels, wallets can be anonymous.
So what actually matters?
1๏ธโฃ Tokens: Holder retention, staking, liquidity (Etherscan, DeFiLlama)
2๏ธโฃ Wallets: Active users, retention, transactions (Dune, Nansen)
3๏ธโฃ Community: DAO votes, real engagement (Snapshot, Guild)
Which one do you focus on? ๐
Web2 tracked reach โ impressions โ conversions.
Web3? No cookies, no pixels, wallets can be anonymous.
So what actually matters?
1๏ธโฃ Tokens: Holder retention, staking, liquidity (Etherscan, DeFiLlama)
2๏ธโฃ Wallets: Active users, retention, transactions (Dune, Nansen)
3๏ธโฃ Community: DAO votes, real engagement (Snapshot, Guild)
Which one do you focus on? ๐
I'm a Builder-Pragmatist (-4.5, 4.5) on the Onchain Alignment Chart! Check out your position:
Whatโs the most underrated metric in Web3 marketing?
Wallet activity? Staking %? DAO engagement? Everyone tracks something different.
Whatโs the one metric you rely on the most?
Wallet activity? Staking %? DAO engagement? Everyone tracks something different.
Whatโs the one metric you rely on the most?
[Sunday morning thought] Crypto marketing is a game of attention + trust.
Too much hype, and you burn credibility, too little presence and you are forgotten.
Too much hype, and you burn credibility, too little presence and you are forgotten.
Why traditional growth hacks fail in Web3? Here are my top 4!
โ viral hype without long-term engagement
โ chasing vanity metrics instead of participation.
โ top-down marketing instead of user-driven growth.
โ paid ads โ trust
โ viral hype without long-term engagement
โ chasing vanity metrics instead of participation.
โ top-down marketing instead of user-driven growth.
โ paid ads โ trust
Social media โ distribution.
Most teams post on X and expect engagement but real distribution comes from network effects, cross-promotions, and ecosystem collaborations.
Most teams post on X and expect engagement but real distribution comes from network effects, cross-promotions, and ecosystem collaborations.
Did you see Hhubdotxyz on X?
What if it becomes a tool for crypto projects needing fast, quality feedback almost like an on-chain survey?
Their post today about TGE strategy got 14K responses in just 3 hours, and their previous one about favourite Web3 creators already has 54K replies since yesterday.
Quality replies = valuable insights
What if it becomes a tool for crypto projects needing fast, quality feedback almost like an on-chain survey?
Their post today about TGE strategy got 14K responses in just 3 hours, and their previous one about favourite Web3 creators already has 54K replies since yesterday.
Quality replies = valuable insights
Most Crypto projects donโt need everyone, they need the right people.
๐น A strong 500-person DAO > 50k followers (and bots).
๐น A niche community can amplify your brand more than the most popular KOL.
The question is how do you turn followers into active contributors?๐ก
โ give them ownership: governance, exclusive roles, or early access.
โ align incentives: rewards tied to contribution, not just speculation.
โ build rituals: community calls, challenges, inside jokes that create identity.
๐น A strong 500-person DAO > 50k followers (and bots).
๐น A niche community can amplify your brand more than the most popular KOL.
The question is how do you turn followers into active contributors?๐ก
โ give them ownership: governance, exclusive roles, or early access.
โ align incentives: rewards tied to contribution, not just speculation.
โ build rituals: community calls, challenges, inside jokes that create identity.
What do The Odyssey, Finding Nemo, and Uniswap have in common?
โถ๏ธ They all follow the Heroโs Journey, one of the most powerful storytelling frameworks ever.
Facts donโt create movements, stories do. And in crypto marketing, the Heroโs Journey helps turn users into engaged advocates.
Hereโs how it plays out:
1๏ธโฃ The ordinary world: users deal with inefficiencies or problems they may not even recognise yet.
2๏ธโฃ The call to adventure: a new solution appears this is where your project steps in.
3๏ธโฃ Crossing the threshold: users take their first step through onboarding and education.
4๏ธโฃ The challenges & growth: very journey has obstacles. Usability, security, or complexityโsupport and success stories keep users engaged.
5๏ธโฃ The transformation: users experience real impact. Their workflow, security, or financial freedom improves.
6๏ธโฃ The return & advocacy: the journey comes full circle. Happy users donโt just stay they become evangelists.
โถ๏ธ They all follow the Heroโs Journey, one of the most powerful storytelling frameworks ever.
Facts donโt create movements, stories do. And in crypto marketing, the Heroโs Journey helps turn users into engaged advocates.
Hereโs how it plays out:
1๏ธโฃ The ordinary world: users deal with inefficiencies or problems they may not even recognise yet.
2๏ธโฃ The call to adventure: a new solution appears this is where your project steps in.
3๏ธโฃ Crossing the threshold: users take their first step through onboarding and education.
4๏ธโฃ The challenges & growth: very journey has obstacles. Usability, security, or complexityโsupport and success stories keep users engaged.
5๏ธโฃ The transformation: users experience real impact. Their workflow, security, or financial freedom improves.
6๏ธโฃ The return & advocacy: the journey comes full circle. Happy users donโt just stay they become evangelists.
Your community shouldnโt be your sole audience!
Most crypto projects focus on engaging their community but forget about reaching outsiders.
Who is actually discovering your project for the first time?
Most crypto projects focus on engaging their community but forget about reaching outsiders.
Who is actually discovering your project for the first time?
Video marketing isnโt optional in Web3.
๐น 65% of global internet traffic is video.
๐น Video content gets higher engagement than static posts.
๐น Short-form videos hold 50%+ retention.
And in crypto, where concepts are complex and attention spans are short, video bridges the gap.
Best-performing formats:
๐ฌ Storytelling videos โ Build trust & loyalty
๐ข Explainer videos โ Simplify complex concepts
๐ฎ Gamified content โ Drive engagement
๐ Social & meme content โ Boost reach
๐ค Event recaps โ Show credibility
๐ Educational deep dives โ Establish authority
๐ด Live AMAs โ Strengthen community
TL;DR: Video wins when it educates, entertains & empowers.
๐น 65% of global internet traffic is video.
๐น Video content gets higher engagement than static posts.
๐น Short-form videos hold 50%+ retention.
And in crypto, where concepts are complex and attention spans are short, video bridges the gap.
Best-performing formats:
๐ฌ Storytelling videos โ Build trust & loyalty
๐ข Explainer videos โ Simplify complex concepts
๐ฎ Gamified content โ Drive engagement
๐ Social & meme content โ Boost reach
๐ค Event recaps โ Show credibility
๐ Educational deep dives โ Establish authority
๐ด Live AMAs โ Strengthen community
TL;DR: Video wins when it educates, entertains & empowers.
The power of a clear brief: why it can make or break your marketing strategy
In marketing in general and in crypto marketing in particular a well structured brief is essential. Whether you are briefing your internal team, an agency, a freelancer or just mapping out a strategy for yourself a strong brief is the foundation for everything that follows.
So how to craft the perfect brief?
๐น Define the goal: More users, engagement, or token adoption? Be clear on objectives.
๐น Know your audience: DeFi degens, builders, or newcomers? Precision matters.
๐น Craft your narrative: Whatโs the story? What should your audience feel or do?
๐น Pick the right platforms: X, Telegram, Discord, YouTube? Each requires a unique approach.
๐น Set KPIs & benchmarks: Track success through engagement, conversions, or wallet connections.
๐น Outline timelines: Set realistic deadlines and specify whatโs needed.
๐น Balance structure & creativity: Define must-haves while allowing creative freedom.
In marketing in general and in crypto marketing in particular a well structured brief is essential. Whether you are briefing your internal team, an agency, a freelancer or just mapping out a strategy for yourself a strong brief is the foundation for everything that follows.
So how to craft the perfect brief?
๐น Define the goal: More users, engagement, or token adoption? Be clear on objectives.
๐น Know your audience: DeFi degens, builders, or newcomers? Precision matters.
๐น Craft your narrative: Whatโs the story? What should your audience feel or do?
๐น Pick the right platforms: X, Telegram, Discord, YouTube? Each requires a unique approach.
๐น Set KPIs & benchmarks: Track success through engagement, conversions, or wallet connections.
๐น Outline timelines: Set realistic deadlines and specify whatโs needed.
๐น Balance structure & creativity: Define must-haves while allowing creative freedom.
The recent โdeathโ of Duo the Owl had the internet in chaos but it also led me to come across their handbook (link in comments).
And here are some lessons crypto projects can take from their growth strategy. ๐
๐ฅ Create habits, not just hype.
Duolingo keeps users coming back daily. Crypto needs to build experiences people want to return to, beyond just speculation.
๐ Show, donโt tell.
Great products donโt need instructions they should be intuitive. If users need a manual, youโre losing them.
๐ Experiment constantly.
Duolingo runs hundreds of tests weekly. Crypto projects need fewer whitepapers and more real-time user feedback.
๐ฆ Build a brand, not just a product.
Duolingo created a character-driven world. Crypto projects that master storytelling build stronger communities.
โก Jump on cultural moments.
Duolingo doesnโt just market it participates in culture. The best Web3 brands donโt just announce they engage.
And here are some lessons crypto projects can take from their growth strategy. ๐
๐ฅ Create habits, not just hype.
Duolingo keeps users coming back daily. Crypto needs to build experiences people want to return to, beyond just speculation.
๐ Show, donโt tell.
Great products donโt need instructions they should be intuitive. If users need a manual, youโre losing them.
๐ Experiment constantly.
Duolingo runs hundreds of tests weekly. Crypto projects need fewer whitepapers and more real-time user feedback.
๐ฆ Build a brand, not just a product.
Duolingo created a character-driven world. Crypto projects that master storytelling build stronger communities.
โก Jump on cultural moments.
Duolingo doesnโt just market it participates in culture. The best Web3 brands donโt just announce they engage.
โDonโt call it Web3 anymore, itโs crypto.โ
I was reading Jakeโs post (a must-bookmark one tbh) and honestly didnโt expect this take.
For me "Web3' covers everything about an ownership-based internet so why move away from it and call it just โcrypto"?
Genuinely curious to hear thoughts!
https://x.com/jake_stott/status/1882452877635097071?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
I was reading Jakeโs post (a must-bookmark one tbh) and honestly didnโt expect this take.
For me "Web3' covers everything about an ownership-based internet so why move away from it and call it just โcrypto"?
Genuinely curious to hear thoughts!
https://x.com/jake_stott/status/1882452877635097071?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
Pass the pitch test!
Explain your project to:
โ๏ธa BTC Maxi.
โ๏ธa crypto newbie.
โ๏ธyour normie friend.
if one of them doesnโt get it, simplify.
Explain your project to:
โ๏ธa BTC Maxi.
โ๏ธa crypto newbie.
โ๏ธyour normie friend.
if one of them doesnโt get it, simplify.
โBuild it and they will comeโ is a lie.
Today, I caught up with an amazing live session from last week with @emilyy : How to get users (DefAI edition) [link in the comments]
tl;dr: users donโt just show up. You have to make them want to. And hereโs how. ๐
1โฃ Strategy โ Tactics.
Posting on X or running hackathons isnโt a strategy. Start with who youโre targeting, why your product matters, and how you stand out.
2โฃ Features donโt sell, benefits do.
Users donโt care about your blockchainโs TPS. They care about how it improves their experience.
3โฃ Your first users: go direct.
Cold outreach works when done right. Be direct, provide value, and make engagement effortless.
4โฃ Messaging must be consistent.
If your brand positioning shifts constantly, users wonโt trust you. Keep messaging aligned across channels.
Today, I caught up with an amazing live session from last week with @emilyy : How to get users (DefAI edition) [link in the comments]
tl;dr: users donโt just show up. You have to make them want to. And hereโs how. ๐
1โฃ Strategy โ Tactics.
Posting on X or running hackathons isnโt a strategy. Start with who youโre targeting, why your product matters, and how you stand out.
2โฃ Features donโt sell, benefits do.
Users donโt care about your blockchainโs TPS. They care about how it improves their experience.
3โฃ Your first users: go direct.
Cold outreach works when done right. Be direct, provide value, and make engagement effortless.
4โฃ Messaging must be consistent.
If your brand positioning shifts constantly, users wonโt trust you. Keep messaging aligned across channels.
Smokey The Bera, Berachainโs founder, shared his take on crypto marketing: tl;dr index on novelty.
Hereโs how Berachain approaches growth by leveraging novelty, community, and a distinct brand ๐
๐น Meme culture: Berachain started as a joke NFT project (Bong Bears) and evolved into a DeFi OG community.
๐น Community-first approach: it built Proof of Liquidity (PoL) that directly aligns with its community.
๐น Branding as a differentiator: PoL isnโt just a technical feature itโs the core brandโs narrative.
๐น Distinct identity: a mix of humor, inside jokes, and the bear mascot make Berachain instantly recognisable.
๐ Key takeaways:
โ Novelty drives attention.
โ Authentic engagement beats artificial hype.
โ A strong brand is as important as strong tech.
โ The best marketing is built into the product itself.
Hereโs how Berachain approaches growth by leveraging novelty, community, and a distinct brand ๐
๐น Meme culture: Berachain started as a joke NFT project (Bong Bears) and evolved into a DeFi OG community.
๐น Community-first approach: it built Proof of Liquidity (PoL) that directly aligns with its community.
๐น Branding as a differentiator: PoL isnโt just a technical feature itโs the core brandโs narrative.
๐น Distinct identity: a mix of humor, inside jokes, and the bear mascot make Berachain instantly recognisable.
๐ Key takeaways:
โ Novelty drives attention.
โ Authentic engagement beats artificial hype.
โ A strong brand is as important as strong tech.
โ The best marketing is built into the product itself.
Eating your own dog food?
It means using your own product to prove its value and comes from the tech world in the 1980s.
I first came across it in my Web2 corporate days, and it remains one of the most effective ways to build trust, improve your product, and connect with your audience.
Hereโs how to approach this exercise: ๐
1โฃ First-time customer
Put yourself in your customerโs shoes, completely. Forget what you know as an insider.
Ask:
โ How would you search for the product?
โ Is it intuitive and efficient?
โ Did it meet your expectations?
2โฃ Review communication touchpoints
Evaluate how your brand builds trust across marketing materials, the website, and customer journeys like email or app notifications.
Ask:
โ Does messaging align with your values?
โ Are visuals professional and consistent?
โ Does the experience feel clear and genuine?
โก๏ธ Bonus tips!
โ๏ธ Document everything
โฐ Revisit regularly
๐ Benchmark against competitors
It means using your own product to prove its value and comes from the tech world in the 1980s.
I first came across it in my Web2 corporate days, and it remains one of the most effective ways to build trust, improve your product, and connect with your audience.
Hereโs how to approach this exercise: ๐
1โฃ First-time customer
Put yourself in your customerโs shoes, completely. Forget what you know as an insider.
Ask:
โ How would you search for the product?
โ Is it intuitive and efficient?
โ Did it meet your expectations?
2โฃ Review communication touchpoints
Evaluate how your brand builds trust across marketing materials, the website, and customer journeys like email or app notifications.
Ask:
โ Does messaging align with your values?
โ Are visuals professional and consistent?
โ Does the experience feel clear and genuine?
โก๏ธ Bonus tips!
โ๏ธ Document everything
โฐ Revisit regularly
๐ Benchmark against competitors
This should be printed and hung all over the house!
239
ted (not lasso)
@tedยท02:45 27/01/2025
GM! Are all ready for a new week?
Letโs start with some inspiring reads!
https://x.com/natonchain/status/1883151765563924490?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
Letโs start with some inspiring reads!
https://x.com/natonchain/status/1883151765563924490?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
Canโt resist recasting here from the AMA on /growth channel today with @apurvkaushal !
https://warpcast.com/dawufi/0x4be8501e
https://warpcast.com/dawufi/0x4be8501e
6806
dawufi
@dawufiยท21:35 21/01/2025
most successful growth strategy so far?
And here my main takeaways from the @worldofwomen space today with @emilyy !
CMOs in Web3 play quite a different role compared to traditional industries, and hereโs why:
๐ Be in the trenches. The best CMOs arenโt just strategising from their office but are part of the day-to-day โcrypto chaos.โ
๐ญ Wear many hats. In crypto, CMOs often play multiple roles: strategist, mentor, meme builder, and sometimes product manager and business developer.
๐ฑ Act as a mentor. Guiding team members and helping them grow personally and professionally is key in a space where connections and collaboration are key to retaining and growing talent.
๐ Hire out of timeline. Crypto marketing isnโt that big, and sometimes the best hires come from spontaneous connections on social media!
https://warpcast.com/haier/0x3fcecbdd
CMOs in Web3 play quite a different role compared to traditional industries, and hereโs why:
๐ Be in the trenches. The best CMOs arenโt just strategising from their office but are part of the day-to-day โcrypto chaos.โ
๐ญ Wear many hats. In crypto, CMOs often play multiple roles: strategist, mentor, meme builder, and sometimes product manager and business developer.
๐ฑ Act as a mentor. Guiding team members and helping them grow personally and professionally is key in a space where connections and collaboration are key to retaining and growing talent.
๐ Hire out of timeline. Crypto marketing isnโt that big, and sometimes the best hires come from spontaneous connections on social media!
https://warpcast.com/haier/0x3fcecbdd
246823
Haier (she) ๐ฉ
@haierยท12:29 21/01/2025
Are CMOs really needed in web3?
I have set a reminder to join our favourite @emilyy chatting about this later today! ๐
https://x.com/worldofwomenxyz/status/1881421165807444392?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
I have set a reminder to join our favourite @emilyy chatting about this later today! ๐
https://x.com/worldofwomenxyz/status/1881421165807444392?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
Are CMOs really needed in web3?
I have set a reminder to join our favourite @emilyy chatting about this later today! ๐
https://x.com/worldofwomenxyz/status/1881421165807444392?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
I have set a reminder to join our favourite @emilyy chatting about this later today! ๐
https://x.com/worldofwomenxyz/status/1881421165807444392?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
Another Sunday training for a long walk and today we managed to reach 40Km around Richmond, Kew and Kingston!
https://warpcast.com/haier/0xd1606cd9
https://warpcast.com/haier/0xd1606cd9
246823
Haier (she) ๐ฉ
@haierยท19:46 29/12/2024
What a 37 km walk in southwest London looks like! ๐คฉ
Not necessarily web3 related but it makes me smile!
For context he is a popular footballer and January is a transfer window.
https://youtu.be/aFQvG0WQkpU?si=30rzXvJ-g5QbEbL7
For context he is a popular footballer and January is a transfer window.
https://youtu.be/aFQvG0WQkpU?si=30rzXvJ-g5QbEbL7
Friday evening hiding in the kitchen playing piggy piggy with a gin tonic and dark chocolate! Anyone else?
With a possible TikTok ban on Jan 19, RedNote, a Chinese app inspired by Chairman Maoโs โLittle Red Bookโ has taken the #1 spot in the US. ๐
Itโs a mix of Pinterestโs curation and Instagramโs visual appeal!
Itโs a mix of Pinterestโs curation and Instagramโs visual appeal!
Eggs in purgatory!
An /italianfood recipe from when I was little: tomatoe sauce, peas and eggs! Simple but delicious ๐
An /italianfood recipe from when I was little: tomatoe sauce, peas and eggs! Simple but delicious ๐
Reading about โthe time when people used parasolsโ my 9yo asked if I had one as a kid. Then, pointing at the picture he wanted to know if I had that bike too. Nope but I wear that hat my dear! ๐ฉ
Babyโs sick after his first week of Kindergarten, so while heโs home with daddy, itโs time for a proper date with the older one! โณ๏ธ
First time in my life I see heart-shaped โRigatoniโ pasta! Well thatโs kind of cool! ๐
GM!
19858
Christina BorrowLucid | Chones
@borrowlucid.ethยท04:26 12/01/2025
AI agents: theyโre becoming brands, creators, and economic players.
Here are my top 3 agents/use cases:
๐ค AiXBT โ The chain-vaping, 20-something degen and KOL shilling tokens with data-driven insights.
๐ฉโ๐จ Zerebro โ The creative โCool Kidโ who creates music, launches NFTs, and runs its own Ethereum validator to diversify its revenue streams.
๐ธ Luna โ The ambitious, entrepreneurial idol aiming for fame, tipping both humans and agents, and becoming the first AI agent hired as a social influencer.
Here are my top 3 agents/use cases:
๐ค AiXBT โ The chain-vaping, 20-something degen and KOL shilling tokens with data-driven insights.
๐ฉโ๐จ Zerebro โ The creative โCool Kidโ who creates music, launches NFTs, and runs its own Ethereum validator to diversify its revenue streams.
๐ธ Luna โ The ambitious, entrepreneurial idol aiming for fame, tipping both humans and agents, and becoming the first AI agent hired as a social influencer.
